Linda Jiang, who heads business development for the startup, didn’t disclose the value of the deal. It was rumored back in the spring to be worth $70 to $80 million. The company picked up $10 million in funding from Matrix Partners’ China arm after being incubated out of Kai-Fu Lee’s Innovation Works.

Culturally, the Umeng deal makes sense as Alibaba is a very data-centric company and Umeng has troves of it. After the deal, Umeng will operate as an independent subsidiary. They plan to build out their existing suite of services for developers including services like push notification management and a social SDK for handling identity.

The company’s Alipay product, which is China’s biggest third-party payment platform, has been an invaluable asset in powering peer-to-peer transactions and purchases of digital goods in mobile apps.

But Alibaba has also had less than successful mobile efforts. To fend off the rising power of China’s social networking giant Tencent and its dominant messaging app Weixin, Alibaba recently released its own contender, Laiwang. They’ve also tried to build their own Linux-based smartphone OS called Aliyun, but it’s been hard to see if the platform has seen much progress since last year.

Below is one of Umeng’s quarterly reports, which shows off the kind of data the startup has access to: